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Powers of Persuasion: The Inside Story of British Advertising [Hardcover]

Winston Fletcher

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Book Description

Aug. 15 2008
During the second half of the 20th century advertising in Britain led the world. In those years advertising boosted economic growth and peoples' affluence. It reached its peak as a proportion of the Gross National Product and increasingly came to touch upon almost every aspect of every individual's life. At the same time the advertising industry was frequently under siege, as politicians, pressure groups, and others constantly sought to restrain its influence - and often succeeded. Yet no history of British advertising covering this heady period has previously been published. During the 1970s and 1980s British advertising creativity led the world. But Powers of Persuasion is not just about advertisements - it is about advertising. In the second half of the last century Britain was also a world leader in setting industry benchmarks - innovating the disciplines of account planning and market research, setting the standard for public service advertising, launching global advertising awards festivals, introducing the best system of advertising regulation, setting up the world's largest advertising archive, and the most comprehensive on-line advertising research databank in the world. All these were the keystones on which British creativity was build. Simultaneously, British advertising companies - particularly Saatchi and Saatchi and WPP - took their place among the world's greatest. Powers of Persuasion tells the authoritative story of this dynamic, exhilarating era, with pen portraits of the personalities involved, anecdotes, case histories, and essential data. Written from the inside by one of the industry's leaders, it is a book for advertising specialists and the general public alike.

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Review

A comprehensive, highly readable and well-researched history... it is fascinating and thought-provoking, and I wish everyone in the ad business would read it. Paul Feldwick, Market Leader This book is important, vauable, and a great read... Insights abound... the mini case-studies are excellent. Tim Ambler, International Journal of Advertising Do go and buy this book. You'll enjoy it, and it's important to read it. brand-republic.com The author shows a seductive flair for combining piquant anecdotes about individual agencies and campaigns with revealing and reliable data, which makes the book both enjoyable for the general reader and solidly based. Financial Times A readable and racy inside story of the British advertising industry. Isabelle Szmigin. Times Higher Education. Fletcher plainly knows his stuff and writes in a crisp, lively way. He's also taken great pains to animate his characters, thus ensuring that his narrative has a properly flesh-and-blood feel to it. Telegraph

About the Author

Winston Fletcher is Visiting Professor of Marketing at Westminster University, and Vice President of the History of Advertising Trust. He has worked in the advertising industry for many years, has spoken and lectured on marketing, marketing research, and advertising, has written extensively on advertisign in the media, and is author of several books, including Advertising Advertising (Profile, 1999).

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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Amazon.com: 4.0 out of 5 stars  1 review
4.0 out of 5 stars A serious book about British advertising July 14 2009
By Rolf Dobelli - Published on Amazon.com
Format:Hardcover
During the second half of the 20th century, many experts saw British advertising as the world's best. That significant achievement raises the question: How did the British ad industry achieve world acclaim? Noted British adman Winston Fletcher presents a detailed history of British advertising starting with the Victorian period and moving to contemporary developments. This detailed book profiles the leading agencies, people, campaigns, and even the regulatory and communications developments that shaped the industry. Fletcher, a key industry figure, saw these events first-hand, so this history reads like a memoir. Non-Britons will be at a slight disadvantage reading certain sections because they may not be familiar with some of the award-winning ads he profiles. However, getAbstract believes that if you are looking for a solid, focused, serious history of British advertising, this is it.

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